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Report
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Report To: General Government Committee
Date of Meeting: September 8, 2015
Report Number: COD-016-15 Resolution: �C �4
File Number: By-law Number:
Report Subject: Options for Delivery of Tourism Services
Recommendations:
1. That Report COD-016-15 be received;
2. That Council review the proposed options for the delivery of tourism services and provide
staff direction to pursue any of the following options;
a. Municipal Service Provision - the Municipality continue to provide Tourism services,
with enhanced services through the addition of a full-time Tourism Co-Ordinator
position effective October 1, 2015;
b. CTMB - Clarington Tourism and Marketing Board be requested to provide to
Council, a comprehensive plan on their ability and strategy for the assumption of the
responsibility for Tourism Services;
c. CBOT - Clarington Board of Trade be requested to provide to Council, a
comprehensive plan on their ability and strategy for the assumption of the
responsibility for Tourism Services; or
d. Tourism services be offered to a private provider through an RFP opportunity, with a
report back to Council for approval;
3. That any interested parties listed in Report COD-016-15 and any delegations be advised of
Council's decision.
Municipality of Clarington
Report COD-016-15 Page 2
Report Overview
This report stems from the Strategic Plan 2015-2018 adopted by Council on June 29, 2015.
One of the new actions outlined in the plan indicates that the Municipality will "review and
implement the best option for the delivery of the Tourism function." This report provides
Council with four options for Tourism service delivery. Staff is seeking Council direction and
authorization on which option(s) to pursue moving forward.
1 e Background
Council adopted its 2015-2018 Strategic Plan during a regular meeting on June 29, 2015.
One of the new actions Council approved is the review and implementation of the best
option for the delivery of the Tourism function.
Tourism is an integral part of our local economy. Clarington has a thriving Tourism
industry run by local businesses and operators with an obvious keen interest in Tourism
promotion. Some local operators and businesses have come together to form the
Clarington Tourism Marketing Board (CTMB). This Board has been working on a Tourism
plan since the organization started in 2008 under the name of Marketing Minds. Since its
inception the CTMB has evolved into a more formal organization. Currently, it is a co-
operative made up of local tourism businesses who have come together to promote
Clarington as a top of mind tourism destination. On December 16, 2014 the CTMB
approached Council asking for financial assistance for an Economic Impact Study that
would help shape a Tourism Marketing Plan. The study was partially funded by the
Municipality in the amount of $7,000 through approval of the 2014 budget, with Central
Counties Tourism sharing the study cost.
The study was completed by August 2014. The Chair of the CTMB, Petra Schwirtz,
presented the results of the study at the September 22, 2014 General Purpose and
Administration meeting. The Study was done by Collis and Reed Research it served as a
catalyst for the Clarington Three-Year Community Tourism Plan which was developed by
the CTMB with the help of Central Counties Tourism. The Plan was presented to Council
at Committee Meeting. Following that presentation at a Council meeting on September
29, 2014, Councillors adopted the following resolution #C-353-14:
That the delegation of Petra Schwirtz, Clarington Tourism Marketing Board, regarding
an update on the Tourism Plan and Impact Study for Clarington, be received with
thanks; That staff be directed to engage with the Clarington Tourism and Marketing
Board; and That the Clarington Tourism Three-Year Tourism Plan and Tourism in
Clarington - An Economic Impact Statement be referred to the Strategic Planning
Process.
Municipality of Clarington
Report COD-016-15 Page 3
Petra Schwirtz and Steve Simic appeared before General Purpose and Administration
meeting on April 20, 2015. They provided an update and presented a Draft Proposal and
Discussion paper on Growing Tourism in Clarington, which included a Terms of
Reference and a potential model for the CTMB to take over Tourism services. Councillors
also discussed the potential of the Clarington Board of Trade taking over Tourism
Services.
As a result Council adopted the following resolution #GPA-262-15:
That the delegation of Petra Schwirtz and Steve Simic, Clarington Tourism Marketing
Board, regarding the Draft Proposal and Discussion Paper on Growing Tourism in
Clarington, be referred to the Strategic Plan; and That Council consider undertaking a
report to study options for the delivery of Tourism Services.
A two-step approach has been developed to assist Council in deciding the best model for
Tourism service delivery. First, Council is asked to decide which tourism service delivery
option(s) it wishes to investigate. Second, depending on Council's decision, the
appropriate authority will report back with a strategy and plan for the delivery of Tourism
services, for Council's final consideration.
2. Proposal
Staff have identified four potential options that were discussed during the course of
meetings as outlined above.
2.1 Option 1- Municipal Service Delivery
The Strategic Plan identified Tourism services as an important element in highlighting
Clarington as a destination and as a driver of economic development opportunities. The
success of Tourism in Clarington has evolved to a point that the part-time services are not
able to meet the increasing demand and expectation of Council. Traditionally, the
services have been provided by part-time employees which requires a significant amount
of dedication from the Corporate Communications Officer, both as supervisor and
participant in Tourism activities, thereby, severely limiting the focus on professional
corporate communications. Committing to Tourism and enhance our service delivery as a
priority requires the addition of resources to enable the Municipality to continue to provide
Tourism Services at the expected competitive level.
Under a Municipal Service model the Communications and Tourism Division would
develop a Tourism strategy through the addition of a full-time Tourism Coordinator. In
order to effectively develop the comprehensive plan for implementation throughout the
2016 tourism season, the position is requested at this time. Communications and
Municipality of Clarington
Report COD-016-15 Page 4
Tourism are both high-profile and large portfolios that need to see appropriate staff
support and investment in order to fulfill their mandates. Attachment #2 is a brief outline of
Tourism events and activities throughout the year.
The current tourism service delivery cost is approximately $145,000 inclusive of
advertisement, program delivery and building expenditures. Of note is the level of focus
and commitment in Clarington compared to the area municipalities who rely almost
entirely on the Region of Durham Tourism program to provide local services (Attachment
#1).
2.2 Option 2 - Clarington Tourism and Marketing Board (CTMB) assume responsibility
for Tourism services
The Clarington Tourism and Marketing Board has introduced a potential model to take
over the provision of Tourism services. Staff have not been able to assess the model as
the business case is still under development. Based on Council direction, this local not-
for-profit group could finalize their comprehensive strategy for delivering Tourism
services. If requested, Clarington staff would provide appropriate particulars of the
current municipal program, to assist them in understanding the extent and outreach of the
existing services. The CTMB would then report back to Council for funding commitment
and authorization to proceed with their program.
2.3 Option 3- Clarington Board of Trade to assume responsibility for Tourism services
This option was raised by Members of Council during the April 20, 2015 General Purpose
and Administration meeting. Pending Council endorsing this option, the Board of Trade
would be requested to assess their ability and interest in adding this service to their
existing agreement, and develop their strategy for Council consideration and approval.
2.4 Option 4 — Contracting out Tourism Services to a private provider through the
purchasing and procurement process
Should Council wish to pursue this independent option, staff would begin the process of
issuing an RFP for an independent contractor to take over the provision of Tourism
services, with a report back to Council for final approval.
3. Conclusion
In keeping with the priority of Tourism services as set out in the Strategic Plan, Staff are
seeking Council guidance and direction to select the appropriate option for the provision
of Tourism services in Clarington.
Municipality of Clarington
Report COD-016-15 Page 5
4. Strategic Plan Application
The recommendations contained in this report conform to the Strategic Plan specifically
Strategic Priority 1: Facilitate the creation of jobs and expansion of Local business, new
action 1.5 Review and implement the best option for the delivery of the tourism function.
Submitted by: Reviewed by:
Marie Marano, H.B. Sc., C.M.O. Franklin Wu,
Director of Corporate Services Chief Administrative Officer
Staff Contact: Basia Radomski, Corporate Communications Officer, 905-623-3379 ext. 2214 or
bradomski@clarington.net
List of interested parties to be notified of Council's decision is on file in the Corporate Services
Department.
Attachments:
Attachment 1 — Municipal Comparison: Tourism Strategy in Other Municipalities
Attachment 2 — Outline of Tourism Events and Activities Throughout the Year
Attachment #1
Municipal Comparison: Tourism Strategy in other Municipalities
Municipality Focus Mandate Service Initiative Cost
Provision
Ajax Sport Tourism Tourism in Ajax is Durham Tourism Tourism $5000 annual
run under J
does the majority Advisory $2500 approx.
Economic Group spent o
of promotion,, n Durham
Development. It leverage their Tourism
Directory
was identified as strategy and Leadership
a key economic resource. Team (Region)
sector in the Ontario By
Economic Bike
Development and
Pickering
Tourism Strategy Village
(2010). Pan Am Ajax
You're invited
(business
gement)
1 enqa
.................. .......... ........................ ....... ............
Whitby Tourism/Special Whitby relies on Durham Tourism Have set No specific
event driven Durham Tourism does the majority special events budget
for ongoing of seasonal throughout the allocation.
promotion, promotion. year that are Special event
seasonal Tourism driven organized and driven,
strategy. Their via special promoted. promotion rests
Tourism resides events. Special with
in Special events, occasions Communications
Manager of Parks
such as Pan and Marketing.
oversees Tourism
Am Games
in coordination brings together
with other different
departments ie. departments.
communications
Oshawa Event Driven Tourism in Special events Annual Dining No designated
Oshawa is are handled by Guide budget for
handled by our
Recreation & Other Tourism.
various divisions Culture, other promotional
including BIA, departments material as
economic assist, BIA also ne eded
development, very active. New
Recreation & role Culture
Culture, Durham I Development
Tourism officer who
handles culture
and arts. No
formal Tourism
S rategy,
............ ........... __1__.__.________...._.__.
*Pickering did not respond to our request for information
Attachment#2
TOURIST
CLkRING
Tourism Overview
Tourism services are managed and operated under the Corporate Services umbrella as
part of the Communications and Tourism Division. The Clarington Visitor's Centre is
managed and open 10 a.m. to 5 p.m. Monday to Saturday year round. Tourism has a
Manager, a part-time Tourism Co-ordinator and two part-time Clerks. Staff are
responsible for the day-to-day operations that include: welcoming visitors/residents by
providing hospitality and knowledge of Clarington attractions, events and Municipal
departments and providing directions to local and provincial attractions. The Tourism
office also provides Ontario information provided by Ontario Travel, Festivals & Events
Ontario, Attractions Ontario and various communities. Tourism staff also manage a
database for visits and stakeholder information; provide social media content
management (sharing/retweeting content, creating content and graphics for Facebook,
Twitter, and Instagram); oversee Website content and graphics; co-ordinate and work
with tourism stakeholders, groups and Municipal departments on projects and
participate in numerous events to promote Clarington as a destination.
Tourism staff also manage the Visitor Guide Distribution in semi-annual shipments to
140 visitor centres, townships and chambers of commerce throughout Ontario. This
does not include the distribution of the Visitor Guides to the local advertisers or tourism
partners, which we deliver by hand once annually, then by request.
Tourism staff also sell Snowmobile permits for two snowmobile clubs in Clarington: The
Long Sault Snowmobile Club, and the Ganaraska Snowmobile Club.
Tourism Resources / Publications
Visitor& Relocation Guide— Staff work closely with the Communications Division on
the design and content. We reach out to our Tourism stakeholders to promote various
annual festivals, events and Clarington as a destination. In 2015, 50,000 copies of the
Clarington Visitor and Relocation Guide were printed and distributed to our Tourism
Partners, Ontario tourism destinations and during Clarington events.
Clarington Cycling - Map Z-Card format
Clarington Fishing - Map Z-Card format
Between Games Brochure— Document for sports teams informing them of activities,
what to do, where to eat, in between competition and games. We are working on an
update of this brochure.
i
I
Tourism Map - Currently working on a map of Clarington for visitors and residents to
inform them of many great experiences in Clarington listing some of the major
attractions.
Clarington Mobile App — Continually updating information to listings database, a new
"Tours" feature has been added for 2015 to compliment featured tours such as: A
Country Path, Historical Walking Tours, and Scenic Driving Tours
#OnlylnClarington.com Blog— Each month a new listing of upcoming events is
added, as well as featured stories and highlights (Ex. Clarington's Outdoor Concerts)
Advertising and Marketing
In January 2015, we launched the "Take A Bite out of Clarington" Campaign, promoting
the Municipality and its attractions through:
• Channel 12 annual Tourism advertising campaigns promoting Fall, Winter, March
Break and Summer in Clarington.
• Attractions Ontario Passport Magazine —through a co-operative advertising
campaign with Canadian Tire Motorsport Park, The Bowmanville Zoo and Jungle
Cat World.
• Canadian Tire Motorsport Park — Event program advertising.
• Joint advertising with Central Counties in Horizon magazine and P.A.T.H. videos
promoting Clarington
• TODS (Tourism-Oriented Directional Signing) are located on Hwy. 401 east and
west bound and on Hwy. 115 Southbound to Clarington, directing visitors to the
Clarington Visitor's Centre. This is an annual contract that requires an update.
• Advertise in the Durham Tourism Discovery Guide promoting Clarington.
• Other marketing and advertising as permitted by budget in support of annual
initiatives and events.
• Social Media statistics as of August 2015: Facebook: 1429 "Likes"; Twitter: 2.4K
Steadily growing (Facebook: gained 272 new Likes since January 2015)
2015 Marketing Campaigns
• Creation of "Embrace the Frost"winter campaign, that included printed brochure
for distribution at Bowmanville "2014 Apple Festival" event, social media /
website graphics and signage to promote events and activities in Clarington
• Creation of "March Break Smiles"spring campaign that included an interactive
blog, social media /website graphics for both www.clarington.net and
www.claringtontourism.net and Chex TV commercial.
• Creation of "62 things to do in Clarington"summer campaign that included an
interactive blog, social media /website graphics, Chex TV commercial and
Rogers TV "Daytime Durham"interview.
Partnerships / Event Promotion / Participation
2015 Durham Festival "Picasso's Picnic Kids Artfest @VAC—Working
collaboratively with the Visual Arts Centre of Clarington and Durham Tourism, attended
planning meetings and assisted in the coordination of the event, creating marketing
materials and promoting the event throughout Clarington, hosted a booth to welcome
visitors and tracked attendance during the festival.
Bowmanville Tackle Swap and Fishing Show—Assisted with the promotion of the
event and attended the event jointly with Community Services.
Bowmanville Rotary Rockin'Ribs and Brews—A joint event booth with Community
Services.
Durham Festival Media Launch— Coordinating with Picasso's Picnic organizers to
showcase Clarington during the media launch (see https://vimeo.com/129278506).
Doors Open Clarington —Worked with the Doors Open Clarington committee to help
promote the event for 2015 and create new branding.
Spartan Race— Promoted 2015 Spartan Race at Brimacombe through social media,
newspaper advertising and jointly hosted a booth with Durham Tourism. Worked closely
with CBOT to coordinate and inform community about event.
Wooden Boat Festival— Promoted the Port of Newcastle 21St Annual Wooden Boat
Festival through social media, print advertising and attending the event with a booth.
Clarington Heritage Week— A collaborative effort of Clarington Planning Department,
Clarington Museums, Visual Arts Centre of Clarington, the ACO and the Newcastle
Village and Historical Society to assist in the organization of the event, and by creating
new branding for 2015 used for print, website and social media by attending all planning
meetings.
Clarington Planning Department— Created historical walking tours brochure to be
used for Clarington Heritage Week and afterwards for tourism locations (tourism office,
Clarington Museums, etc.
Bowmanville B/A events— Continually work with the Historic BIA events committee to
assist with promotion of events through our social media, assist with event features and
event marketing, present with a booth at the Maple Festival, Summer Fest, and the
Apple Festival.
The Great Waterfront Trail Adventure—We coordinated two stops in Clarington for
this cycling adventure ride on August 17th with the Waterfront Regeneration Trust,
Clarington Operations, Engineering and Community Services departments to welcome
cyclists to Clarington with water stations and information booth.
CTMP Chevrolet Silverado NASCAR Camping World Truck Series— Promoting the
event on social media and hosting a booth for the race weekend to welcome visitors.
Orono Fair—A joint event booth with Community Services, Clarington Museums and
The Visual Arts Centre of Clarington and assisting with promotion using social media.
Newcastle Harvest Festival— This year we will be participating in this annual
Newcastle fall festival to welcome visitors to Clarington.
Product Development / Training
Stakeholder Visits— Ongoing visits with Tourism stakeholders to take photos, update
our information, and assist with basic social media, tourism listings and to gather
feedback. Attending regular meetings with tourism stakeholder groups such as:
Clarington Tourism Marketing Board, A Country Path, Bowmanville BIA, Durham
Tourism and Central Counties Tourism
2nd Annual Agricultural Summit @CTMP (March 17) — Hosted by Clarington Board of
Trade, we hosted a booth and attended the conference as a participant.
Durham Symposium (March 26) —Attended the annual Durham Tourism conference
to learn about tourism initiatives for 2015 and the Durham Festival.
Tourism Ambassador Training Program (May 21) — Partnering with Central Counties
Toursim and Clarington Board of Trade, this training program informed stakeholders of
"best practices" for customer service, prior to the PAN AM / PARA PAN games as a
non-hosting municipality.
Food Truck Seminar(June 2) — attended seminar to gather information on "best
practices" and Clarington's Bylaw with Len Creamer presenting.
Tourism Industry Newsletter— published monthly to inform tourism stakeholders of
upcoming promotions, industry news and events.
"Take A Bite out of Clarington"Branding examples for 2015:
TAKE A
BITE
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CLARINGTON
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